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skills/attribution-playbook/SKILL.md Normal file
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---
name: attribution-playbook
description: Standard operating guide for campaign tagging, attribution models, and
QA.
---
# Attribution Playbook Skill
## When to Use
- Standing up or refreshing attribution models across teams.
- Training campaign owners on UTMs, tracking, and governance.
- Running QA before/after changing attribution weights or tooling.
## Framework
1. **Taxonomy Rules** – channel, campaign, creative, and experiment naming standards.
2. **Model Catalog** – when to use first/last/linear/position/data-driven with pros/cons.
3. **Data Contracts** – required fields, systems of record, sync cadence.
4. **QA Checklist** – sample records, dedupe logic, cross-tool reconciliation.
5. **Change Management** – approval workflow, communications, and measurement of impact.
## Templates
- UTM builder + validation sheet.
- Attribution model comparison matrix.
- QA runbook for campaign launches and quarterly audits.
## Tips
- Keep a shared "gotchas" log for recurring tagging errors.
- Align with finance on ROI/CAC definitions before rolling out model changes.
- Pair with `evaluate-attribution-models` for decision-ready narratives.
---

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skills/channel-pacing-guardrails/SKILL.md Normal file
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---
name: channel-pacing-guardrails
description: Guardrail framework for monitoring spend, efficiency, and CAC thresholds
by channel.
---
# Channel Pacing Guardrails Skill
## When to Use
- Reviewing weekly/monthly pacing to stay within spend and efficiency targets.
- Triggering alerts when CPL/CAC/ROAS drift beyond tolerance.
- Aligning finance + marketing on reallocation decisions.
## Framework
1. **Budget Bands** – define min/max pacing per channel, region, and campaign tier.
2. **Efficiency Guardrails** – set CAC, CPL, ROAS, payback thresholds with warning/critical bands.
3. **Alert Workflow** – specify channels, owners, escalation paths, and notification cadence.
4. **Exception Policy** – document when overrides are allowed and approval requirements.
5. **Post-Mortem Loop** – capture breaches, actions taken, and guardrail adjustments.
## Templates
- Guardrail matrix (channel x metric x threshold).
- Alert playbook with messaging, owner, and resolution steps.
- Reallocation recommendation sheet linking to finance approvals.
## Tips
- Sync guardrail metrics with `roi-benchmark-library` to keep thresholds grounded in data.
- Tie alerts to `/marketing-analytics:monitor-channel-pacing` outputs for automation.
- Include leading indicators (CTR, CPC) to catch issues before CAC blows up.
---

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---
name: exec-dashboard-blueprint
description: Layout and storytelling guide for marketing analytics executive dashboards.
---
# Executive Dashboard Blueprint Skill
## When to Use
- Preparing ELT/board-ready snapshots of marketing performance.
- Standardizing dashboard layout across BI, RevOps, and marketing teams.
- Packaging insights from `/marketing-analytics` commands into clear narratives.
## Framework
1. **Story Arc** – headline → KPI spine → risks/opps → actions.
2. **KPI Tiles** – awareness, demand, pipeline, revenue, efficiency metrics with traffic lights.
3. **Drill Cards** – channel, campaign, and audience breakouts linking to deeper views.
4. **Insight Callouts** – annotate anomalies, root causes, and required decisions.
5. **Action Register** – owners, due dates, and follow-ups surfaced alongside metrics.
## Templates
- 3-slide deck structure (headline, KPIs, actions).
- Dashboard wireframe with recommended chart types + layout.
- Annotation checklist ensuring context + next steps accompany data.
- **GTM Agents KPI Guardrail Sheet** – baseline vs target vs alert ranges for reach, pipeline, win rate, CAC payback @puerto/README.md#214-241.
- **Measurement Spec** – metric definitions, filters, refresh cadence, owner column.
- **Weekly Exec Packet** – combines dashboard screenshots, narrative summary, decision log (mirrors GTM Agents Data Analyst deliverable).
## Tips
- Limit each dashboard view to one primary objective to avoid overload.
- Embed links back to commands (`produce-campaign-report`, `monitor-channel-pacing`) for drilldowns.
- Archive monthly snapshots for trend storytelling.
- Adopt GTM Agents cadence: Monday data QA, Tuesday ELT preview, Thursday exec meeting, Friday retro + action register updates.
- Highlight which KPIs are within guardrail, trending to alert, or breaching (RAG) so leadership can react quickly.
- Pair with `docs/gtm-essentials.md` tools: Context7 for latest GA4 docs, Serena for patching data models, Sequential Thinking for retro facilitation.
## GTM Agents Dashboard Governance Overlay
1. **Data QA Loop** – run freshness + anomaly checks before distributing (log results in audit trail).
2. **Narrative Structure** – use Story Arc to link KPI shifts to drivers and required decisions.
3. **Action Register** – every dashboard delivery must include owner, due date, and status for prescribed actions.
4. **Escalation** – if guardrail breach persists >2 weeks, escalate to Chief Product Officer / Sales Director per GTM Agents governance.
## KPI Guardrails (GTM Agents Reference)
- Awareness (reach/impressions) ±8% window before alerting; >12% triggers campaign review.
- Pipeline add ≥3x quota per quarter; warn at 2.5x.
- Win rate ≥25% for in-quarter commit; escalate if <20%.
- CAC payback ≤14 months; escalate if >16 months.
## Weekly Exec Packet Outline
```
1. Headline + KPI spine (traffic lights per guardrail)
2. Insights & Drivers – 3 bullets tying KPI movement to channels/programs
3. Required Decisions – what leadership must approve/block
4. Action Register – owner, due date, status
5. Appendix – detailed drill cards + methodology
```
## Tool Hooks
- **Context7** – fetch current platform docs (GA4, Salesforce) referenced in measurement specs.
- **Serena** – update BI repo SQL notebooks or dbt models safely.
- **Sequential Thinking** – facilitate monthly retros and architecture of dashboard iterations.
- **Playwright** – capture dashboard screenshots or verify embedded web components before distribution.
---

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---
name: roi-benchmark-library
description: Reference benchmarks for CAC, CPL, ROAS, and payback across channels
and segments.
---
# ROI Benchmark Library Skill
## When to Use
- Comparing current performance vs historical or industry benchmarks.
- Setting guardrails for budgeting, pacing, and campaign approvals.
- Equipping finance/marketing leaders with realistic ROI expectations.
## Framework
1. **Benchmark Sources** – internal history, partner data, analyst reports, industry surveys.
2. **Segmentation** – channel, region, persona, product, funnel stage.
3. **Metric Definitions** – CAC, CPL, ROAS, payback, pipeline-to-spend, revenue-to-spend.
4. **Update Cadence** – monthly for active channels, quarterly for strategic benchmarks.
5. **Usage Guidance** – when to escalate variances, how to contextualize outliers.
## Templates
- Benchmark matrix (channel x metric x segment).
- Variance alert sheet with thresholds + recommended actions.
- Executive summary page for QBRs.
## Tips
- Normalize for currency changes and attribution windows before comparing.
- Pair with `monitor-channel-pacing` to trigger alerts against guardrails.
- Share benchmark deltas with channel owners to inform creative/test roadmaps.
---